“Beyond expectations” was the most cited expression in the conversations between operators in the sector design e luxury from Sunday 5th September, first day of Supersalone and second of Fuorisalone.
It was not necessary to wait for the official numbers at the end of the events to get answers on the success of the Milanese week: those who have a retail presence in the city have always enjoyed an important position income, MDW there have already been two orphans of the Salone (September 2020 e April 2021), the week from 5 to 12 September it was necessary to understand the influence that a non-traditional event like the Supersalone would have on the whole movement: evidently very positive.
Regardless of the quality of the exhibition, the number of participants or the novelties proposed, the missing super display installations that have always moved hundreds of thousands of visitors and the non-arrival of operators from protected geographical areas (China, Asia Pacific and Middle East above all), the event affirmed that the machine never stopped, the year and a half of work under the track showed that the sector – rich in family companies with a clear commercial vocation – was able to reset and start again.
“It will never be the same again” was probably the second most cited expression and probably very true, given that companies and operators in the sector have discovered that it is possible to work and invoice even without compulsively traveling, which in any case those who have developed few or many international relations have been able to continue to offer themselves using technology. Paradoxically, but evidently, the pandemic has shortened the distances, and it is not a trivial fact.
The 2022 budgets of the companies and the commercial chains connected to them will be built in different ways, the projects for the stands at the fairs will be designed (perhaps) with smaller dimensions, communication and marketing will have a greater value, the companies in this area they will have to equip themselves.
And digital? Digital has been the key to survival, now it will acquire a different, integrative and vertical role, because paper is to quality information as stands are to turnover and last week it clearly demonstrated that this is the proportion that it works.
60 thousand visitors for i 425 brand present at Supersalone, 35,000 visitors from Milan Triennale, the Fuorisalone he proposed 900 designers, 600 events and a record audience. Important numbers, considering the national and international conditions in which the events took place.
From 5 to 10 April 2022 there will be the 60th edition of the Salone: probably “It will never be the same again”, but it will inevitably go “Beyond expectations”.